Branding Obamessiah by Dr. Mark E. Taylor

An amazing book.
I first thought this book would be extolling all the unique qualities and so-called perfectness of Obama. Nothing could be further from the truth of this insightful book.

Taylor has concisely boiled down all the elements of the political arena such as American culture and advertising, and he helps the Average Joe to understand all the subtle nuance of this man-created, supposed savior of America. Taylor exposes some of the lies with simple eyewitness accounts such as someone from Obama's high school having  a completely different set of memories than offered by Obama in his writings. (Several classmates remember he actually did not take part in discussions of racial prejudice in high school.)

"Obama's criticism of 'white folks' did not seem justified by his own personal experience. The irony is palpable" (p. 99) points out Taylor. The man and the message do not make a whole truth, but variations and subtle colorings of truth (pun intended).

If you take a hard look at the photo on the cover, you'll see the kind of subliminal messages the campaign presented to unsuspecting voters. The whole message designed by Obama and the Democrats was so ingenious that even conservative radio host Mark Levin noted, "I can't help but observe that even some conservatives are caught in the moment as their attempts at explaining their support for Barack Obama are unpersuasive and even illogical" (p. 166). Taylor, through intensive research exposes all the tricks and idiosyncrasies of a political campaign that is filled to over flowing, shaken and packed down with religious fervor of the wrong kind.

If you weren't watching, Obama's rallies were organized like ole-timey tent revivals complete with the greeting, "Hello, Believers!" and the Q & A type of motivational, preaching. "You hear what I'm saying?" "Oh, yeah, brother, oh yeah!" There were even some who were "slain in the Obama-spirit", fainting as if on cue for the cameras. Taylor doesn't stop an one documented example but gives the reader ten accounts then asks the question were these eyewitness reports of "slain" devotees legitimate? Excellent question.

This isn't necessarily an expose' of Obama or Democrat tactics, but more an expose' of how the religion of politics has evolved. (Another excellent book which exposes this kind of political/media shuffle is Sarah Palin's Going Rogue.)

This book receives five of five stars. I highly recommend it, and beg you to read it before this presidential election proceeds any farther.


Mark Edward Taylor (PhD, Northwestern University Graduate School; ThM, Dallas Theological Seminary) is a native Chicagoan who has long followed Windy City politics, culture, and religion. While teaching college courses on communication and culture, he discovered that Barack Obama’s US presidential campaign was becoming a dramatic story of quasi-religious persuasion and belief. Mark immersed himself in the unfolding political drama. Using his skills in theology and rhetorical criticism, Mark dedicated five years to capturing the story behind Obama’s ascension from backroom Chicago politics to the heavenly realm of a presidential American idol—Obamessiah.

Read more about Mark, including why he wrote the book, in the online author Q&A and in the introduction to the book.

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